Due to new devices and an increase in organic downloads, Fiksu says the Cost Per Loyal User Index (CPLU) declined 27 percent to $1.58 in November, a 12 percent decrease year-over-year. Notably, time in-app increased by 21% and frequency of opening apps increased to 11.5 times per month, up from 9.4 a year ago.
Fisku also notes that acquisition cost changes were relatively minimal from October to November.
On iOS, the Cost per Launch (CPL) Index, which tracks the costs of driving engagement from mobile users, decreased to $0.21, down 20 percent since October and up two percent year-over-year, while CPI decreased 25 percent to $1.10 in November, up one percent year-over-year. However, competition is expected to intensify in December and January. Underscoring this trend are analyst reports indicating Apple iPhone device shipments in Q4 2014 are expected to reach 71.5 million. Marketers should be strategizing and preparing to get their apps more aggressively in front of users over the next few months.
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Read More [via TechCrunch]